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A MarTech piece frames the classic tension: shared teams bring scale and control, local teams bring speed and flexibility. AI makes deciding where each capability belongs more urgent for every business.
MarTech argues that faster AI drafts don't automatically produce faster campaigns. The real ROI comes from fixing approval bottlenecks, giving teams decision rights and measuring the gains.
Scott Brinker argues that AI strips out the human friction that used to catch bad decisions, so context becomes an operations problem rather than a prompt-writing one. For marketers and ecommerce owners, that means building guardrails into workflows, not just better prompts.
